Principles of Visual Communication

     Content and Form     

The evaluation of any object of art is based on its content and form.
It is our appraisal of each by which we assigns an aesthetic value.


Content is about “Why” a piece is made.
It is about the intellectual process.
The commutative value of its meaning by the use of subject matter, narrative, metaphors, symbolism, etc,.

Form is about “How” a piece is made.
It is about the physical process.
The characteristics by which the object is made, not only the materials and techniques from which it is created but the elements of art and principles of design applied to it.


     The Elements of Art    

Form
Line
Shape
Color
Texture
Space
Value


     The  Principles of Design    

Emphasis
Balance
Harmony
Variety / tension
Movement
Rhythm / pattern
Proportion / size
Contrast
Unity / both visual and intellectual




     Context     

The varied circumstances in which a work of art is (or was) produced and interpreted.